Our watchword at Flour Power City is ‘quality’.
Naturally that means using only the finest ingredients, such as the lovingly milled flour from Shipton Mill, which is why many of our breads are certified by the Organic Food Federation (OFF).
Where we are unable to obtain certified organic ingredients due to fluctuations in quality, we have a network of suppliers who specialise in ‘free range’ products such as un-waxed fruit and vegetables which are grown without the use of pesticides, and additive-free foodstuffs.
Needless to say, we never use GM produce.
In a house where mum was always baking,
Matt’s rise to the top of his profession began as a kid, when he could not be kept away from the kitchen and its delights.
And when not cooking and baking he could be found on the family allotment, weeding, picking and pruning.
His early enthusiasm received plenty of encouragement.
As a 13-year-old he stunned judges at the local show with his entry of six beautifully made bread rolls.
At 16 he left school to join a Youth Training Scheme at Thackerays House as an apprentice chef, and two years later was taken under the wing of Shaun Hill, at Gidleigh Park, Devon.
Working at Bibendum with Simon Hopkins was Matt’s awakening to the London restaurant scene, where he joined in the party and worked his way up through the Conran restaurants, taking a year out as Head Chef for Marc & Max Rezland at Le Petit Max in Hampton Wick.
It was at the Mezzo Bakery in Wardour Street
that Matt had his first enquiry for supplying to wholesale, which finally encouraged him to launch his own business.
After six months of relentless searching he set up a bakery in the unfashionable end of fashionable Hoxton Street.
His single-mindedness, dedication to achieving only the best, fuelled by ‘a staple diet of blood, sweat and lager’ paid off, and after four years he was already looking for larger premises.
Now established in Greenwich, and with a small dedicated team of artisan bakers, Matt enjoys a diet of hard work, family life and tea, and a reputation in baking that’s second to none.
Since joining the catering industry in 1987 Simon has always had his sights set high, having counted amongst his customers such luminaries as Gordon Ramsay, Marco Pierre White, Marcus Wareing, and Angela Hartnett.
His irrepressible personality, and passion for supplying only the best, have earned him a well deserved reputation, and over the years a client list reflecting the most demanding companies in the business, including the Conran Group, Virgin Atlantic Upper Class, Qantas 1st Class, Emirates 1st Class, Claridges and The Savoy.
Since joining Matt, a happy meeting of like minds, he has helped pull together a team of top artisan professional bakers.
In his quest for the specialist local skills he has sourced French pastry chefs and Polish bakers, for example, and he enthuses about the enormous pride and care the team take in producing the only the very best bread and pastries.
Simon’s aim now is to make these delights available to a wider audience – to anyone in fact, who revels in the smell, taste, texture and wholesomeness of real bread.